Ukukhangisa Okuqukethwe

Izindlela Ezi-7 Zokuqinisekisa Iwebhusayithi Yesikhungo Samakhasimende

Ngisanda kubuyekeza amanye amawebhusayithi ezinkampani e-CPG/FMCG futhi yeka ukushaqeka engikutholile! Lezi yizinhlangano ezinomthengi egameni lawo langempela ngakho-ke kufanele zigxile kakhulu kubathengi, akunjalo? Awu yebo kunjalo!

Futhi nokho abambalwa kubo babonakala bethatha umbono womthengi lapho bedala amawebhusayithi abo. Ngisho nabambalwa abajabule ngokwanele ukungenza ngifune ukubuyela kuwebhusayithi yabo, okungenani noma nini maduze!

Kusukela ekubuyekezeni kwami ​​amasayithi ambalwa, kubukeka sengathi izinhlangano eziningi zakha amawebhusayithi azo ukuze zabelane ngezinto ezidingekayo namakhasimende azo. Nokho, ulwazi they bafuna ukwabelana, hhayi lokho amakhasimende abo angathanda ukuba nakho.

Lokhu kungenze ngacabanga ngalokho okungaba kubalulekile, ngokombono wekhasimende, ukukufaka kuwebhusayithi. Nalu uhlu lwami lwezinto eziyisikhombisa, kodwa ngiyamukela imibono yakho noma izengezo kumazwana angezansi.

Izinto Eziyisi-7 OKUMELE zibe Kuwebhusayithi

  1. Isakhiwo esicacile esiwukuthi enembile. Kufanele usafake imephu yesayithi yalabo abadinga usizo olwengeziwe noma abangenangqondo kancane ekusesheni kwabo.
  2. Kulula ukuthola izixhumanisi zokuxhumana, noma imininingwane egcwele yenkampani ekhasini lasekhaya. Lokhu kufanele kufake izinombolo zocingo, i-imeyili, amakheli eposi nawemigwaqo, nezimpawu zenkundla yezokuxhumana. Kufanele uhlale ukhumbula ukuthi kulezi zinsuku, amakhasimende avame ukuya kuwebhusayithi ukuze athole ukuthi angaxhumana kanjani nomkhiqizo noma inkampani. Ngakho-ke yenza kube lula ngangokunokwenzeka kubo.
  3. Uhlu lwemikhiqizo yakho, imikhiqizo namasevisi. Njengoba amakhasimende ecabanga imikhiqizo ngaphambi kwezigaba, faka izithombe zazo, kanye nemininingwane efanele njengokuqukethwe kwephakethe nezithako. Engeza iziphakamiso zokusetshenziswa, ikakhulukazi uma kukhona ukulinganiselwa, kanye nolwazi lokuthi ungayithola kuphi, ikakhulukazi uma ukusatshalaliswa kukhawulelwe. Lawa amaqiniso amancane okufanele uwafake, kodwa vele ungafaka imininingwane eyengeziwe owaziyo ukuthi ingaba nentshisekelo futhi ibalulekile ukuze amakhasimende akho ayazi.
  4. Isigaba esimayelana nesibonisa imininingwane yenkampani, okuhlanganisa nethimba layo labaphathi - hhayi (nje) abaqondisi abangebona abaphathi abakhulu. Uma uyinkampani yomhlaba wonke, engeza izindawo zejografi ozihlanganisayo futhi unikeze ukukhetha kwezilimi ekhasini eliyisiqalo. Isitatimende senhloso yenkampani, amanani ayo, isu namasiko nakho kubalulekile ukwabelana nokusiza ukwakha isithombe esihle namakhasimende. Yize kufanele ube nesigaba semidiya sezintatheli nabatshalizimali, amakhasimende nawo athanda ukwazi ukuthi kwenzakalani ngemikhiqizo yawo ayintandokazi, ngakho engeza isigaba sezindaba ngezindaba zakamuva.
  5. Okuqukethwe okubalulekile ngokombono wamakhasimende. Isayithi kufanele livuselelwe njalo futhi libe nokuhambisana neziphequluli ezihlukene nezithombe ezilungele iwebhu. Njengoba izithombe namavidiyo kungezinye zezinto ezidume kakhulu kuwebhu, zifake noma umeme amakhasimende akho ukuthi angeze awabo.

I-Purina isiphenduke isayithi ethandwa kakhulu ngenxa yokuqukethwe kwayo okukhiqizwe ngabasebenzisi, futhi yengeza i-TVC yayo yakamuva kanye nokukhangisa kokuphrinta. Abantu bathanda ukubuka, ukuphawula nokwabelana ngezinto ezintsha, ngakho-ke kwenze kube lula ukuthi bakwenze futhi bathande ukubuya njalo ukuze bathole izindaba zakamuva.

  1. Isigaba se-FAQ esinemibuzo evame ukubuzwa. Le ndawo futhi idinga ukubuyekezwa njalo ngemibuzo ezayo emigqeni yokunakekelwa kanye nethimba lezinsizakalo zamakhasimende.
  2. Izinsiza ezifana nosesho, amafomu okubhalisa nokubhalisa, kanye nesiphakeli se-RSS samakhasimende akho kufanelekile ukwengezwa, ukuze uwasize azuze okuningi kokuqukethwe kwesayithi lakho. Ngaphezu kwalokho, amakhodi okulandelela nokuhlaziya azokuvumela ukuthi ulandele ukuthi amakhasimende akho abheka kuphi futhi ini kaningi. Lokhu kuzohlinzeka ngolwazi olwengeziwe kunalolo olutholwe ngokubuza amakhasimende akho ngokuqondile, ukuthi yiziphi izingxenye ezidinga ukubuyekezwa noma ukushintshwa.

Isibonelo esihle sogqozi

Enye yamawebhusayithi ezinkampani angcono kakhulu engihlangane nawo futhi okungijabulisa kakhulu ukuxhumana nawo, isiza se I-Reckitt Benckiser. Kungithakasele ngempela futhi kwangibandakanya isikhathi esithile nasezindaweni eziningi ezahlukene. Isibonelo, esikhundleni sohlu olujwayelekile lwemikhiqizo yayo nama-logo, ikhombisa lokho elikubiza ngakho I-Powerbrand umugqa oboniswe eshalofini lezitolo noma emakamelweni ekhaya elibonakalayo (ngiyavuma ukuthi umsindo ungicasule ngandlela thile, kodwa ungawuvala). Ungabese uchofoza esithombeni somkhiqizo ukuze uthole ulwazi olwengeziwe ngawo, isigaba nokukhangisa kwawo kwakamuva.

Ukumema ukubamba iqhaza kwezithameli kukhuthaza abantu ukuthi bachofoze kuwo wonke amabhrendi ukuze bathole okwengeziwe ngawo. Futhi imibukiso esebenzisanayo yomhlaba wenkampani yakwa-Reckitt Benckiser, ngokwengezwa kwemidlalo nezinselele, yengeza ukukhanga okwengeziwe, hhayi kubathengi kuphela, kodwa nabasebenzi besikhathi esidlule, bamanje nabangase babe khona.

Bheka isayithi labo elixhunywe ngenhla bese uliqhathanisa newebhusayithi yakho yebhizinisi. Ikuphi ongathanda ukuchitha isikhathi kukho? Ingabe isayithi lakho ngeyebhizinisi noma egxile kumakhasimende? Ingabe unazo zonke izinto eziyisikhombisa ezishiwo ngenhla zewebhusayithi yakho? Uma kungenjalo, yisikhathi sokucabanga ikhasimende kuqala.

UDenyse Drummond-Dunn

UDenyse unesipiliyoni seminyaka engaphezu kwengama-30 ezindimeni eziphezulu zokuphatha noNestle, Gillette noPhilip Morris International. Usungule futhi unguMongameli we-C³Centricity, iseluleko somhlaba wonke esihlinzeka ngezeluleko zamasu emaqenjini aphezulu wemikhiqizo eyizigidigidi zamadola. Incwadi yakhe yakamuva ethi Winning Customer Centricity isiyatholakala.

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